Estimating the economic contribution
of the film industry in Kenya

Executive Summary
The UNESCO Global Report 2022, Re|Shaping Policies for Creativity – Addressing culture as
a global public good, highlights many policies, measures, and initiatives in countries from all
world regions. These policies, measures, and initiatives related to training and job creation in the
cultural and creative industries, particularly in the digital environment, strengthening dialogue
with civil society in support of participatory governance of culture,
and improving access to culture with a view to reducing
inequalities within countries. The report provides an overview of
the challenges facing the cultural and creative ecosystem in the
context of the global COVID-19 crisis, solutions to the challenges,
and good practice examples.
While underlining the role of culture and creative professionals and
enterprises as drivers of sustainable development and key actors in
the resilience and regeneration of economies and societies,
The report also offers insightful new data that shed light on emerging
trends at a global level.
The creative economy was projected to account for up to 10 percent of global GDP by 2030.
That exceptional growth was brought to a near standstill by the COVID-19 pandemic. For
example, over 10 million jobs were lost globally in 2020 alone, and the global film industry
recorded a loss of over US $7 million. Further, the global shutdown of live and public
performances across all repertoires affected around 30% of royalties collected for authors
worldwide. The COVID-19 crisis impaired the entire creative value chain – creation,
production, distribution, and access – considerably weakening the professional, social, and
economic status of artists, cultural professionals, and cultural entrepreneurs.
At the same time, lockdowns also highlighted the importance of cultural and creative activity
in maintaining individual well-being, connectedness, and community resilience. Many artists
and cultural practitioners imagined innovative and creative solutions, often by using digital
tools to continue their activity streams and to connect to the public. This allowed individuals to
express themselves and maintain social ties through music, songs, and dance, amidst the travel
restrictions and home confinement. In turn, audiences flocked to online platforms to satisfy
their deep hunger for connection, learning, and entertainment.
This Draft Report is an analysis of the Global Report, with a specific focus on the strengths,
challenges, gaps, and opportunities in the diversity of cultural expressions in the Eastern Africa
region. It seeks to support national and regional decision-makers in the Eastern Africa region
by fostering the sharing of information and the exchange of good regional practices.
The Draft Report invites governments and multilateral agencies to recognise and address
constraints and regulatory structures that have impeded the evolution of the cultural and
creative industries in the Eastern Africa region in this digital age. In doing so, governments,
multilateral agencies, civil society, and the private sector would enable the region’s deep pool
of creative talent and the dynamism of its young people, as well as unlock the vast fortunes that
lie in wait.

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